We like the 30/70 approach- i.e., we start the project by carefully discussing a client’s objectives, understanding the precise nature of the problem you want to solve or the opportunity you want to capture or leverage and the best tools for achieving your objectives. This often means we can spend 70 % of project time working on solutions and not redefining objectives or tweaking the strategy or execution ideas. It also means there is great transparency – the benchmarks for success are clear and you have clear basis for evaluating our work.

An example of how this approach works in practice is spending five weeks to poll existing ideas, attitudes and perceptions before designing a campaign to change the firm’s image.